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The television show “The Biggest Loser” is one of the most watched television shows every season and viewership continues to grow. It is exciting to watch people overcome the obstacle of losing weight, especially in a country with a growing obesity problem. It is great fun watching the contestants lose weight and the amazing possibilities available if you have the time and dedication. Not only does the “The Biggest Loser” offers very valuable weight loss lessons but it also offers valuable marketing lessons for the small business owner.

Goals – The contestants have a goal when they begin the program. Many know exactly how much they want to lose or what results they, whether to wear a certain size or have a certain look.

The same should hold true for your marketing program. You should know what you want as the result of your marketing program. Whether to gain a certain amount of clients, increase in sales volume, company awareness, etc. You should have a good idea of what the end game should look like.

Understanding – The contestants gain an understanding of what successful lose weight takes. They learn good nutrition and exercise habits and what works for their bodies.

Small business owners need to understand what marketing communications is all about. What goes into a marketing communications plan, reasonable expectations, time and monetary commitments, what they can do on their own and when they need to hire outside help.

Reduction – The contestants learn to reduce their eating to increase their chances of weight loss success.

Small business owners need to look at their current marketing program and cut what is not working or not enjoyable from their marketing activities.

Focus – The contestants learn to focus the goal of losing weight, exercising and maintaining a healthy lifestyle once they leave the ranch. Contestants track their success weekly when they go for the weekly weigh in and elimination round.

Small business owners need to focus on the marketing activities that are bringing them results. Successful marketing means setting aside time each day to market their business and tracking their marketing success.

Determination – The contestants do not let one week’s set back derail their weight loss determination. If they have not achieved their target goal at the weekly weigh in, they become even more determined to meet their goal the next week. They never give up.

Small business owners must have the same determination to obtain success from their marketing program. They must keep the larger goal in mind and work harder when falling below their expectations. Marketing successfully means not putting off your marketing activities, having clear goals, determination to succeed and the ability hang in there when things look slow or non-existent.

Elimination – The contestants have a fear of being below the yellow line on the weekly weigh in and elimination. Their goal each week is stay above the yellow line, which in turn causes them to work hard and remain focused.

Small business owners should have a similar fear, one that makes them work hard to succeed yet not paralyze them into non-action. Fears that keep you motivated to be successfully self-employed.

Support – The Contestants support one another even though they are competitors, they are also teammates. They motivate one another, collaborate and form friendships.

Small business owners especially soloprenuers need to develop support systems to help them manage through the rough stages and lonely times of running a business. A good support system of family, friends, and business colleagues is invaluable.

Change – The contestants learn that successful weigh loss is a life style change. Once they leave the ranch, they cannot go back to their old lifestyle and maintain their weight loss.

Small business owners must understand that marketing is also a lifestyle change. A change in the way they run their business. Marketing must be something done every day, not just when business is slow. A continuous marketing program will help keep the slow times few and far between.

Do you have any additional tips that can be learned from “The Biggest Loser” and marketing?

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